Table 4 Recommendations to improve ERC practice

 1a - Acknowledge the level of scientific uncertainty supporting specific information released to the public and the likelihood that it will change over time.

9 (2.5)

 1b - Improve the speed of the decision-making process and related communication activities in public health.

8.2 (0.9)

 1c - Improve the speed of the government-level clearance process for issuing messages to the public.

8.4 (1.8)

 1d - Communicate at regular intervals.

8.7 (1.8)

 1e - Develop government communication strategies focused on leading the narrative.

7.6 (2.4)

 2a - Embrace transparency in communicating what is known and still unknown despite the potential economic, social, and political consequences.

8.4 (1)

 2b - Communicate the decision-making process behind specific preventive measures and the interpretation of the science supporting the measures.

7.5 (1.2)

 2c - Inform the public of how social listening activities are being conducted.

6.6 (1.1)

 2d - Develop internal government processes so topics are discussed openly within government staff (intra-agency transparency).

8.7 (1.5)

 3a - Create permanent task forces that integrate expertise in public communication.

9.2 (0.7)

 3b - Create a centralized internet presence (i.e., dashboards) with plans to keep the information up to date and accurate.

8.6 (1.1)

 3c - Prioritize the role of the government agency that is the closest - geographically and culturally- to the affected population when releasing the message to the public.

6.2 (1.5)

 3d - Build relationships and coordination across different branches of government in charge of the release of information to the public as well as with government agencies in neighboring countries.

9 (1.2)

 4a - Develop processes to update web pages dedicated to FAQs.

8.6 (1.9)

 4b - Customize FAQs to the needs of different types of audiences.

8.6 (1.3)

 4c - Translate scientific information into plain language prior to delivering it to the political appointees.

9.2 (1.4)

 4d - Increase awareness in spokespersons and political figures of the importance of following the preventive measures they recommend in their personal life.

8.5 (2)

 5a - Communicate the decision-making process behind the recommendations issued to the public.

7.7 (1.1)

 5b - Acknowledge mistakes and delays as they occur.

9 (1.2)

 5c - Engage with media outlets across the political spectrum.

8.5 (0.9)

 5d - Discern a priori the responsibility of different branches of government when communicating to the public.

6.8 (1.2)

 5e - Develop evaluation processes to determine the effectiveness and consequences (positive and negative) of communication practices.

8.6 (1.7)

 5f - Address population health and communication inequities to prepare for future crises.

9.5 (2.4)

 6a - Separate the scientific communication from the political communication regarding implementation of specific policies.

8.6 (0.7)

 6b - Be on guard for the risk of politicization of policies in particular when the government lacks the ability to enforce them.

8.5 (0.9)

 6c - Avoid the use of entertainment venues (i.e., TV talk-shows) and similar platforms to announce new policies and the forthcoming policy changes.

6.6 (1.2)

 7a - Acknowledge the priorities of the population.

8.6 (1.2)

 7b - Develop networks of community leaders and professional figures that can inform the government on the population’s informational needs and support government communication efforts.

8.6 (1.1)

 7c - Partner with private companies (i.e., social media companies) to enhance communication efforts and outreach to specific audiences.

7.7 (0.9)

 8a - Develop communication strategies that account for diversity in linguistic background, health and digital literacy, internet access and culture.

9.5 (2.1)

 8b - Build partnerships with local leaders who may be able to reach specific audiences.

9.4 (1.7)

 8c - Develop education campaigns to enhance digital literacy and the public’s ability to discern misinformation.

9.2 (2.7)

 8d - Engage with communities before there is a crisis to understand their pre-existing informational needs and priorities.

8.6 (3.3)

 9a - Develop strategies to establish trust at different levels ahead of a crisis (i.e., trust in government, between citizens, among different levels of government, between the private and public sector).

9.9 (1.2)

 9b - Create opportunities to build trusted relationships between different branches of government and entities before and during a crisis (i.e., in person- visits to affected areas).

9 (1.1)

 9c - Validate people’s feelings and fears when recommending practices, they are concerned about.

9 (0.3)